A study conducted by Ipsos Reid showed that 7 in 10 Americans “strongly” or “somewhat” agree that companies will call a product “green” simply as a marketing tactic, whether there is any validity or not. To build customer trust and sales, it’s imperative to base marketing claims in environmental truths.
Companies such as Ford Motor Company experienced societal backlash when their magazine ads showed off their new eco-designed plant. Many critics openly pounced on the discrepancy between their so-called “green-friendly” plant and the poor fuel economy of the Ford SUVs.
Societal suspicion was also raised when BP not so subtly tried to change their company name (at least in the eyes of the public) from British Petroleum to Beyond Petroleum, distancing itself from the very product it massively produces. By projecting a favorable eco-friendly image, BP hopes to appeal to the discerning customer and accentuate its eco-mindedness in the global community.
And it’s not simply the bigger companies twisting their message to fit an increasingly ecologically conscious consumer base. Clorox (makers of the not-so-ecologically sound bleach) recently acquired Burt’s Bee’s (small, environmentally-dedicated makers of beauty products) for a stately $913 million. Clorox, not missing a green beat, has developed a new campaign, revamping their old image and trying their best to jump on the eco-bandwagon.
Everyone from McDonald’s and their biodegradable Big Mac wrappers to Home Depot and their rainforest-free lumber realizes there is money to be had from an eco-forward mentality. Not only are they appealing to a wider range of customers, they appear to be on the cutting edge of the times – not your sleepy, doddering industry of yesteryear.
And while this deceptive “greenwashing” practice obviously has everybody’s arms crossing with skepticism, at the very least, it’s an interesting case study in marketing. At the most, companies are becoming increasingly aware of their environmental place in today’s world, even if only for media image and ultimately, profit. So while one may say a lie is a lie, these green lies may still show some signs of growth.
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